In this episode of the Rooted in Seed podcast, Shannon Kubik interviews Justin Fruechte, a forage and cover crop expert in the seed industry. They discuss Justin's journey in the seed industry, the evolution of cover crop blends, and the dynamics of the specialty seed market. Justin shares insights about the North American specialty seed industry, and the future of seed technology and e-commerce. They also delve into the launch of the Renovo Seed branded line, lessons learned from many years in the industry, and personal reflections on mentorship and career. The conversation concludes with thoughts on future trends in agriculture and the legacy Justin hopes to leave in the seed industry.KEY TAKEAWAYSJustin Fruechte has been in the seed industry for over 15 years.The specialty seed market is often misunderstood and underappreciated.Cover crop blends have gained popularity due to their benefits for soil health.Millborn Seeds focuses on conservation and diverse seed offerings.E-commerce is growing, but personal relationships remain crucial in seed sales.Mentorship plays a significant role in career development in the seed industry.Future trends may include more integration of livestock on cropland.Diversity in farming practices is essential for sustainability.

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